The Impact of AI-Generated Advertising and Virtual Influencers on Consumer Perception and Brand Authenticity

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The audience often perceives virtual influencers as 'too perfect' or 'not real enough,' which affects their credibility.

“The audience often perceives these figures as “too perfect” or “not real enough,” which affects their credibility.”

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In the content analysis of 300 comments, the theme 'Visual Authenticity vs Emotional Distance' occurred 120 times, 'Brand Trust and Transparency' 96 times, and 'Innovation and Curiosity' 84 times.

“The most frequently occurring theme was “Visual Authenticity vs Emotional Distance”, with 120 mentions, indicating a dominant public response to the aesthetic appeal of AI-generated content and the emotional disconnect users felt when engaging with virtual influencers.”

• Also stated in: § Visual Authenticity vs Emotional Distance · plain

  “Following this, the theme of “Brand Trust and Transparency” was identified 96 times, reflecting audience concerns about whether AI influencers are credible or manipulated marketing tools.”

• Also stated in: § Visual Authenticity vs Emotional Distance · plain

  “The third theme, “Innovation and Curiosity”, appeared 84 times, showcasing how audiences are intrigued by the novelty of AI-driven storytelling and appreciate the creative push that synthetic media introduces to advertising.”

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Across 300 user comments, audience sentiment toward AI-generated advertising and virtual influencers was approximately 40% positive, 32% neutral, and 28% negative.

“The analysis reveals that approximately 40% of the responses were positive, reflecting appreciation for the innovation, visual appeal, and futuristic elements embedded in the content.”

• Also stated in: § Audience Sentiment Distribution · hedged

  “Around 32% of the comments were neutral, where audiences appeared curious or inquisitive rather than emotionally invested.”

• Also stated in: § Audience Sentiment Distribution · hedged

  “On the other hand, 28% of the responses expressed negative sentiment, indicating skepticism toward the authenticity and emotional relatability of AI-generated personas.”

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28% of consumers showed interest in AI-driven campaigns, recognizing their creativity and novelty despite doubts about emotional authenticity.

“Curiosity and Innovation: 28% of consumers showed interest in AI-driven campaigns, recognizing the creativity and novelty of synthetic media, despite doubts about its emotional authenticity.”

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Users appreciated the polished visuals of AI-generated content but criticized its lack of human nuance and relatability.

“Users appreciated the slick visuals but criticized the lack of human nuance and relatability, with comments like, “she looks perfect, but too perfect to connect with.””

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While some appreciate the innovation and creativity behind virtual influencers, many question their genuineness.

“While some appreciate the innovation and creativity behind virtual influencers, many question their genuineness.”

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Human influencers outperformed virtual influencers across all engagement categories; virtual influencers received about 1,500 likes, 320 comments, and 210 shares, while human influencers received 1,800 likes, 500 comments, and 300 shares.

“The data reveals that human influencers outperformed virtual influencers across all engagement categories, particularly in terms of comments and shares.”

• Also stated in: § Visual Authenticity vs Emotional Distance · plain

  “While virtual influencers garnered a notable number of likes (approximately 1,500), their comments (320) and shares (210) were significantly lower compared to human influencers, who received 1,800 likes, 500 comments, and 300 shares respectively.”

• Also stated in: § Major Findings · hedged

  “Engagement Gap: Virtual influencers, though visually appealing, generated fewer comments and shares compared to human influencers, indicating a trust and emotional connection gap in consumer engagement.”

Classified as probably not a substantial claim.

Baudrillard's Postmodern Media Theory holds that postmodern societies engage with reality through simulations that can feel more real than reality itself (hyperreality).

“Jean Baudrillard's Postmodern Media Theory emphasizes the concept of hyperreality, where simulations of reality (such as virtual influencers) begin to supplant the real [3].”

• Also stated in: § Theoretical Framework Postmodern Media Theory-Jean Baudrillard · plain

  “He argues that postmodern societies engage with reality through simulations that can feel more real than reality itself.”

• cites [3]Not matched

  Couldn’t be matched to a paper in Crossref, so it can’t be checked.

Probably not a substantial claim: may not pass S3 (load-bearing).

The use of purposive sampling based on campaign popularity introduces potential bias by excluding low-engagement or niche campaigns.

“Additionally, the use of purposive sampling based on campaign popularity introduces potential bias, as it excludes low-engagement or niche campaigns that could offer alternative perspectives.”

Probably not a substantial claim: may not pass S3 (load-bearing).

The short-term timeframe (2023-2025) restricts the ability to assess long-term trends in consumer trust, emotional connection, and brand loyalty.

“Lastly, the research examines a short-term timeframe (2023-2025), which restricts the ability to assess long-term trends in consumer trust, emotional connection, and brand loyalty.”

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Virtual influencers, despite their visual impressiveness, often fail to foster deeper engagement, which raises questions about their effectiveness in building emotional brand loyalty.

“Virtual influencers, while impressive visually, often fail to foster deeper engagement, raising questions about their effectiveness in building emotional brand loyalty.”

Probably not a substantial claim: may not pass S3 (load-bearing).

The relatively small sample size of advertisements and comments analysed may limit the generalizability of the findings.

“The relatively small sample size of advertisements and comments analysed may also limit the generalizability of the findings.”

Classified as probably not a substantial claim.

McLuhan's Technological Determinism posits that media technologies shape societal behavior and perceptions.

“McLuhan's Technological Determinism, presented in Understanding Media: The Extensions of Man, posits that media technologies shape societal behavior and perceptions [4].”

• cites [4]Not matched

  Couldn’t be matched to a paper in Crossref, so it can’t be checked.

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Trust is the cornerstone of influencer marketing, and even subtle cues of artificiality can reduce perceived credibility.

“According to Appel et al. trust is the cornerstone of influencer marketing, and even subtle cues of artificiality can reduce perceived credibility [7].”

• cites [7]Not matched

  Couldn’t be matched to a paper in Crossref, so it can’t be checked.

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AI and virtual influencers are reshaping brand communication, particularly in fashion, fitness, and FMCG sectors, but still struggle to establish authentic consumer relationships.

“Brand Communication Transformation: AI and virtual influencers are reshaping brand communication, particularly in fashion, fitness, and FMCG sectors, but still struggle to establish authentic consumer relationships.”

Probably not a substantial claim: may not pass S3 (load-bearing).

Virtual influencers such as Lil Miquela, Shudu, and India's Kyra have amassed massive followings on platforms like Instagram.

“Virtual influencers such as Lil Miquela, Shudu, and India's very own Kyra have amassed massive followings on platforms like Instagram, embodying a new form of mediated presence that blurs the boundaries between real and synthetic [2].”

• cites [2]Not matched

  Couldn’t be matched to a paper in Crossref, so it can’t be checked.

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AI-generated personas can capture initial visual attention, but audiences are more likely to interact meaningfully through commenting and sharing with real human figures.

“This suggests that although AI-generated personas can capture initial visual attention, audiences are more likely to interact meaningfully through commenting and sharingwith real human figures.”

Classified as probably not a substantial claim.

AI-generated content and virtual influencers are reshaping digital marketing strategies in India, especially in fashion, fitness, and FMCG sectors.

“AI-generated content and virtual influencers are reshaping digital marketing strategies in India, especially in fashion, fitness, and FMCG sectors.”

Probably not a substantial claim: may not pass S3 (load-bearing).

Authenticity in the digital age is less about being 'real' and more about being 'relatable and consistent.'

“This aligns with findings by Marwick and Boyd, who note that authenticity in the digital age is less about being “real” and more about being “relatable and consistent [8].””

• cites [8]Not matched

  Couldn’t be matched to a paper in Crossref, so it can’t be checked.

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Lack of human warmth and relatability leads to a perception of artificiality, making consumers cautious about fully trusting such endorsements.

“The lack of human warmth and relatability leads to a perception of artificiality, making consumers cautious about fully trusting such endorsements.”

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The research is geographically limited to the Indian market, which may not reflect perceptions or digital behaviours of consumers in other countries.

“Firstly, the research is geographically limited to the Indian market, which may not reflect the perceptions or digital behaviours of consumers in other countries with different cultural and technological contexts.”

Probably not a substantial claim: may not pass S3 (load-bearing).

The study focuses only on content from Instagram and YouTube, excluding other platforms such as TikTok, Twitter, or Snapchat.

“Secondly, the study focuses only on content from Instagram and YouTube, thereby excluding other significant platforms such as TikTok, Twitter, or Snapchat, where consumer interaction patterns may vary.”

Probably not a substantial claim: may not pass S3 (load-bearing), S4 (based).

Brands are leveraging these technologies to appear modern and tech-forward.

“Brands are leveraging these technologies to appear modern and tech-forward.”